Categories: OLD Media Moves

The evolution of the Dow Jones brand

Brittaney Kiefer of PRWeek talked to Dow Jones & Co. CEO Lex Fenwick about evolving the brand through global expansion, new products, and engaging employees.

Here is an excerpt:

What is DJX and why did Dow Jones launch it?

We took all our content at Dow Jones – data, news, analysis, and software – and packaged it together in one product called DJX.

It’s the first revolutionary thing we have done to take everything we’ve got and put it all in one integrated package. Everybody will pay the same user price. This will make for a better user experience.

Previously we had many products with different niches. We sold access to our information to enterprises and they would then distribute that content in different places.

Now we’re believers in building a product rather than providing a feed. When you provide a feed, you don’t know who your end customer is. You lose control of how your service manifests itself. Your product does not have a recognizable face because everyone is used to seeing it in a different way.

Read more here. A subscription is required.

Chris Roush

Chris Roush was the dean of the School of Communications at Quinnipiac University in Hamden, Connecticut. He was previously Walter E. Hussman Sr. Distinguished Professor in business journalism at UNC-Chapel Hill. He is a former business journalist for Bloomberg News, Businessweek, The Atlanta Journal-Constitution, The Tampa Tribune and the Sarasota Herald-Tribune. He is the author of the leading business reporting textbook "Show me the Money: Writing Business and Economics Stories for Mass Communication" and "Thinking Things Over," a biography of former Wall Street Journal editor Vermont Royster.

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